Use Hypothesis to Optimize Conversions

In “ Conversion Optimization: Research First, Then Test ,” I addressed the four types of conversion research to conduct before commencing A/B or other tests. When that research process is complete, the first order of business is to identify the issues that hinder your visitors converting into customers. Once you know what those issues are, it is time to think what the solutions could be. Say, for example, that your research identifies these conversion problems: Google Analytics uncovers that mobile visitors have lower conversions than desktop ones; There are leaks in your conversion funnel in the payment step; Google […]

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